We believe that marketing research is only as good as the process used to conduct it, and its practical usability for marketers. At Audience Audit we offer only carefully executed custom research adhering to the highest principles of responsible data collection, and work with you and your clients to ensure you understand how best to use its findings to benefit your efforts.
We start by discussing the appropriate research based on your needs and budget. All of our segmentation research is conducted the same way, and meets the same high analytical standards, but varies in the breadth of issues that we explore for the client. Read more about our range of Audience AuditTM segmentation products.
Perhaps your client has a list of customers or prospects with opt-in email addresses. If not, we can identify a group of panel participants meeting our specifications, or source respondents through the client’s website, or even seed invitations in appropriate groups online. In order to achieve statistically significant results, we target 400 completed survey responses — the more, the merrier (and we don’t charge by response, so your cost is the same whether you have 400 responses or 4,000).
Each survey is customized for the client. With our standard Audience AuditTM, a range of topics are explored including custom attitudinal factors, influencers, features and benefits and messages. With our Extended Audience AuditTM we can explore even further into customer satisfaction and custom topics of interest to you. Either way, you and your client participate in strategizing the survey that makes the most sense for your client’s goals. Once approved, the survey is built online, incorporating an incentive that will be compelling to your target respondents.
If we’re sourcing respondents from your client’s list, you develop an email invitation providing a link to the online survey (we’ll provide suggested copy elements). If we’re using pay-per-click ads to reach respondents, you’ll develop the ads (again, we’ll help with copy). If we’re using a panel provider, we handle everything on our end.
Once the desired number of responses have been gathered, we begin analysis of the data. Segments will be determined through multivariate analysis, and other respondent characteristics (i.e. demographics, preferred messaging, etc.) will be profiled against the attitudinal segments.
Once we have the data crunched, it’s time to share it with you! In an interactive workshop (typically via on-screen conference) we’ll review the research results, help you understand the attitudes defining the segments, and walk through your Interactive Segmentation Workbook with all of the customizable charts you’ll need to help your team and your client use the data for better marketing.
Client Presentation and Tools
Projects always include a handy Segment Reference Sheet to make referencing and sharing your segment differentiators easy. If an executive Keynote presentation is desired, our Executive Audience AuditTM offers a boardroom-quality presentation and travel.
To read more about why attitudinal segmentation is important, how it works and how your clients can benefit, download our “Why Audience Audit” whitepaper.